Brand Strategy

CMO50 2016 #26-50: Jamie McDonald, Federation University Australia

Federation University Australia (FedUni) boasts of a strong heritage as a regional university, providing education and training for more than 145 years. Despite this, the brand is relatively young as a result of merging the University of Ballarat with Monash University Gippsland campus and creating Federation University Australia in 2014.

CMO50 2016 #26-50: Paul Stern, Kathmandu

“When I commenced my studies 27 years ago, marketing was about ‘satisfying the needs and wants of customers’,” Kathmandu’s GM of marketing and international, Paul Stern, comments. “You can’t do that unless you know who you are targeting.”

CMO50 2016 #12: Rebecca James

Since joining ME as CMO, Rebecca James has instituted a restructure of personnel and departments across the business to put customer experience at the heart of everything the banking group does. This work brought together marketing, product design, digital sales channels and customer insights under the CMO for the first time, giving her the scope she needed to start truly changing the way the business operates.

CMO50 2016 #18: Jane Merrick

IAG promoted its senior marketing leader, Jane Merrick, to general manager, marketing and customer experience within its Australian consumer division in April.

CMO50 2016: #20: Joe Pollard

It’s been a big year for rebranding at Telstra. During an 18-month period, its chief marketing officer and group executive of media, Joe Pollard, spearheaded the development of and implemented a new strategic direction and holistic brand overhaul designed to move the company from telco brand to technology leader.

CMO50 2016 #26-50: Col Kennedy, Cotton On

For former Cotton On global head of marketing and ecommerce, Col Kennedy, two components underpinned the way he fostered a customer-led approach at the fashion retailer.

Digital Marketing

Tennis Australia unwraps new brand identity for Australian Open

​After 12 months in the making, Tennis Australia has revealed the new identity of the Australian Open aimed at engaging with new audiences and upgrading the brand mark to not only appeal to the digital platform, but to also reflect its wider appeal as an entertainment brand.

Digital Marketing

Helping marketers focus on the negative side of brand engagement

Marketers talk incessantly about their desire to forge stronger relationships with customers. But relationships are not all wine and roses. Relationships come with their fair share of negative emotions – frustration, anger, jealousy and, in some cases, betrayal. Doesn’t it seem naive then that in the quest to build brand relationships, the negative side is often ignored altogether?

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

There is a new digital capture tool called QuickTrials app (www.quicktrials.com) that allows people who conduct Field Trials to collect t...

Quick Trials

How a new digital and data strategy for agriculture is helping farmers innovate

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Recommendation engine is a great example of AI / ML.

Francis Kim

Chat bots: How to use them commercially right now - Big data delivery - CMO Australia

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This new logo is offensively bad! And stop flashing it at us in between points on the television coverage. Trying to subliminally program...

Simon

Tennis Australia unwraps new brand identity for Australian Open

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Thanks, Nadia. It was so interesting blog for me because it helps me able to understand well on the basics of business and marketing conc...

term paper help online

3 ways marketers can raise their executive influence

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Having been to the AO on Wednesday for the first time in a number of years I was very impressed with the new branding. The event has evol...

Naomi

Tennis Australia unwraps new brand identity for Australian Open

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